The Mediative Effect of Relationship Trust in the Influence of Switching Barriers on Customer Loyalty

Author

Zhang Yan-cai

Author_Institution

Sch. of Econ. & Manage., Huaiyin Normal Univ., Huaian, China

fYear

2010

fDate

13-14 May 2010

Firstpage

341

Lastpage

345

Abstract

With customer satisfaction´s mediative effect on relationship between switching barriers and customer loyalty had been examined in a number of studies, relatively little is known about relational trust´s mediative effect. To fill the gap, the paper construct two comparative model: switching barriers´ direct effect on customer loyalty and indirect effect introducing relational trust. Through the empirical analysis of 862 valid samples based on PLS, it can be concluded that: relational trust have mediative effect on the relationship between switching barriers and customer loyalty.

Keywords

customer satisfaction; customer services; least squares approximations; PLS; customer loyalty; customer satisfactions mediative effect; relational trust; switching barriers; Advertising; Cognition; Conference management; Costs; Customer relationship management; Customer satisfaction; Industrial training; Least squares methods; Personnel; Psychology; Customer Loyalty; Mediative Effect; Partial Least Squares; Switching Barriers; relational trust;

fLanguage

English

Publisher

ieee

Conference_Titel

Service Sciences (ICSS), 2010 International Conference on

Conference_Location

Hangzhou

Print_ISBN

978-0-7695-4017-7

Type

conf

DOI

10.1109/ICSS.2010.42

Filename

5494323